Tomra of North America and Paddington Advertising Associates Partner to Sell Ad Space on Recycling Machines

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TOMRA's machines offer high-quality ad space, product-specific coupons and video messages to reach consumers as they recycle containers, prior to doing their grocery shopping

In addition, studies show that consumers who return empties during their shopping visit purchase up to 52% more than other shoppers.

Tomra of North America, a wholly owned subsidiary of Tomra Systems ASA (TOMRA) and leading global provider of advanced recycling solutions, today announced an agreement with Paddington Advertising Associates Inc. to offer four-color, billboard-quality ad space on TOMRA's reverse vending machines (RVMs) located at retail stores throughout the US. TOMRA's RVMs, which accept and sort recyclable beverage containers directly from consumers, also generate product-specific coupons and video messages to reach shoppers on their way into stores.

"TOMRA's RVMs provide an excellent opportunity for advertisers to associate themselves with a positive activity such as recycling, while at the same time increasing exposure for their products or services," said Warren Stoll, Vice President Sales & Marketing, Tomra of North America. "This new program will increase store traffic and customer loyalty, contributing to a much-needed economic boost to stores throughout the country."

Ed Hamilton, Vice President, Paddington Advertising Associates Inc., said advertisers are reacting enthusiastically to the opportunity to reach shoppers with messages, coupons and incentives before they shop. "With the first truly GREEN In-Store Marketing program, shoppers are exposed to these messages not for a passing glance, but for an extended period of time, allowing an advertiser to introduce a new product, promote a cause marketing effort or tell their story. The shopper then enters the store more informed and with a valuable offer in hand, pushing our advertisers to the top of the shopping list," said Hamilton. "In addition, studies show that consumers who return empties during their shopping visit purchase up to 52% more than other shoppers."

TOMRA offers several RVM models to suit different locations, such as retail stores, sports stadiums, amusement parks, university campuses and other public places. Depending on the model, machine capacity ranges from 500 beverage containers to 5,000, with different options for compacting. For all public facilities, TOMRA platforms not only reduce litter, but also can reduce overall waste haulage prices -- while at the same time promoting responsible behavior for the entire community.

About TOMRA of North America
Founded in 1972 and headquartered in Asker, Norway, TOMRA is a global leader in helping the world to recycle and reuse its valuable natural resources. With operations in nearly 50 countries, TOMRA provides end-to-end recycling solutions including automated recycling machines for empty beverage containers; pickup, transportation and processing services; and waste sorting and compaction equipment sales. Each year, TOMRA collects more than 30 billion used beverage containers through its recycling machines, which is equivalent to approximately 3% of the world's consumption. TOMRA started operations in North America in 1985 and today represents nearly 40% of total global revenue. Tomra of North America is headquartered in Shelton, CT. For more information, visit or call 203-447-8779.

About Paddington Advertising Associates Inc.
Paddington was founded in 1980 and has three decades of experience developing innovative marketing solutions for companies in the retail and consumer focused arenas. From offices in Latham, New York, Paddington services have been utilized by organizations including The National Baseball Hall of Fame and Museum, Nestle USA, The Campbell Soup Company, American Pop Corn and Well's Dairy. For more information call (518) 783-7618.


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